Trends Report

Young TV Cord-Nevers Have Arrived And Are Here To Stay

Experiment On Them Now To Serve Them Later

October 6th, 2015
James McQuivey, PhD, VP, Research Director
James McQuivey, PhD VP, Research Director
With contributors:
Michelle Moorehead , Ryan Trafton , Kara Hartig

Summary

TV is as beloved as ever, even as today's TV distribution model faces a gradually increasing threat. In particular, 2015 marks the year that digital cord-nevers — the generation of viewers who never bother to acquire the pay-TV habit — have eclipsed cord cutters in size. Cord-nevers act like cord cutters in their online viewing and represent the next stage of evolution in TV viewing. By 2025, 50% of all TV viewers under age 32 will not pay for TV as we understand it today. CMOs must experiment on cord-nevers and cord cutters now to learn how to serve them later.

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